Meet the co-founders of AMBL

The idea for AMBL was inspired by a ‘lightbulb moment’ in late 2021 after co-founders Aaron Solomon, Jed Hackling and Bobby Naaem, were once again calling round venue after venue to try and secure a table booking post-pandemic. The vision: ‘how can we revolutionise the way people approach going out?’

Ambl is on a mission to combat the current loss in revenue and footfall within hospitality venues by filling empty seats that arise from last-minute or same-day cancellations. The start-up has huge ambition to own the spontaneous market; offering consumers reservations to restaurants and bars in real-time. Whether it is a last-minute work dinner, a rooftop cocktail or a signature experience at the latest hotspot, everything is possible with the use of Ambl.

What inspired you to launch your business and what is the end goal?

AS: The initial inspiration came from my first hand experience of wanting to eat out but not being able to book anywhere. 25 minutes after still not being successful in sourcing somewhere, I turned to Bobby and said ‘surely it doesn’t have to be this hard to book a table.’ The rest they say is history because this was what led to our ‘lightbulb’ moment.

BN: I have always known from a very early age that I have wanted to own my business. I have been very lucky to be exposed to a number of successful entrepreneurs, so it really was a no-brainer when the three of us realised we were on to something, which could be massive.

I want Ambl to be a tangible product; one which I am happy to dedicate all my time, motivation and passion into. Ultimately the end goal for me personally is that we have created something we can be proud of.

JH: The end goal for me is easy - For Ambl to be synonymous with eating and drinking out. For people to say “let’s Ambl it”, and everybody knows what they mean.

What’s the biggest lesson you’ve learnt so far as an entrepreneur?

AS: Talking about something doesn’t necessarily lead to action. It’s all about the execution.

BN: Being an entrepreneur isn’t as easy as just coming up with an idea. The buck truly does stop with you. By being organised and believing in the process of what you’re doing means this challenge becomes easier over time.

JH: People are your biggest asset. You can’t put a value on investing in people who have the right skill set because these individuals will make an integral difference to whether your business succeeds or fails.

If you could be in a room with entrepreneurs, who would they be and why?

AS: Steven Bartlett because he is young, hungry and very relevant. He builds great brands. Brian Chesky, CEO of Airbnb, to understand how to build a truly global brand after finding a hidden gap in the market. And Elon Musk – just to see how his brain works!

BN: My dad because he is my biggest critic and greatest inspiration. He’s proved himself in business as well as having overcome some obstacles along the way all whilst never missing a beat with myself and my three siblings.

Others would be Bill Gates, Steve Jobs and Peter Jones, as they all have a fantastic story pertaining to defeating obstacles that were in their way in order to succeed.

JH: Gary Vee because – who doesn’t like Gary Vee? Not only is he successful but he brings other people up with him and despite his successes, he is humble, honest and entertaining.

Oprah Winfrey because she isn’t afraid of asking the questions that others shy away from.

Reece Wabara because after having followed his journey for years, his recent success of reaching £26m net worth and building Maniere De Voir to £23.7m in revenue without outside capital since 2013 is something that I admire.

Working with a co-founder/s can be tricky, so understanding and compromise is important. How have you all found the process of building a business together? What makes it work?

AS: We are close friends so we know each other’s strengths and weaknesses inside out. Our skills complement each other well, making for a balanced, strong and healthy dynamic. Each week we take time out to align our vision and direction for the business, which has been crucial in keeping things moving.

BN: At times, it can be tough, but we went into this as a team, therefore every decision is made as one. The fact that we are great friends helps us in reaching our common goal, united.

What plans do you have for AMBL over the next two years?

JH: Firstly proving the concept to Londoners this summer. Once we are confident everything is seamless we will then embark on rolling out the business model across the rest of the UK. Within the next two years, we plan to establish Ambl in the US – starting in New York. From there, we plan to take the brand to Miami and Dubai, before going global on a bigger scale.

BN: We want Ambl to be the ‘go-to’ app for people who want to go out to eat or drink.

With all the success stories around entrepreneurship and how innovative people have to be to take the leap. How do you think you’ve innovated your sector and why?

JH: We’ve found a gap in the market for both consumers and venues as it’s becoming increasingly difficult for people to find and book bars and restaurants on a whim.

We’ve also seen a crippling impact on no-shows and cancellations in an already struggling industry, so providing them with a solution that can help boost revenue and fill that gap is how we will be innovating this sector.

AS: We’ve taken the time to connect and listen to the industry; meaning we have gained huge insight into the challenges this sector is currently facing. Ambl currently has over 1,200 venues onboard - that’s prior to launching!

What’s the most important question entrepreneurs should be asking themselves?

AS: What are your weaknesses?

BN: Is what I am working on right now going to help my business get to X within the next 3 years?

JH: Do I enjoy it? If you’re not enjoying the journey, something is wrong. The best part about being an entrepreneur is the process of building something from the ground up that you enjoy.

How do you believe the evolution of tech will impact your industry over the next 10 years?

AS: Hospitality has been an industry which has traditionally struggled to innovate. When the pandemic struck, the sector really felt the pain points of being behind. That said, over the past few years we have seen tech being implemented more and more, resulting in slicker and more memorable experiences.

The hospitality industry still has a long way to go to truly embrace the evolution of tech and reap the rewards. Yet within the next ten years, I hope we will see venues using data gained from digital applications more smartly. From offering more personalised visits, to adapting opening hours to truly fit when the customer demand is there, there is an abundance of benefits at the sector's fingertips which can boost revenue and attract footfall if they just embrace it better.

Tell us about your journey into this market.

AS: At first, we were working every spare hour we could to get our hands on outside of full-time employment to test our product and gain market insight. Bobby already has experience and wider industry knowledge of the hospitality sector so he was instrumental in being able to acknowledge the challenges and present the solutions which Ambl is preparing to solve.

Each evening we would walk into central London venues after work to validate our product. The moment we had 150 venues onboard, we went to raise funds that would help us build a team and ultimately, a brand!

JH: We are just a few weeks away from our soft launch. The primary focus right now is ensuring that the venues we have signed up are prepped and educated. Without any users, it’s impossible for us to have a success story so we have multiple marketing strategies ready to execute to drive the brand, build awareness and create a following. Now is where the excitement (and nerves) really kick in.

What are your top tips for entrepreneurs wanting to get their business out there?

AS: Network as much as you can and have a clear brand and accompanying message.

BN: Have four things: patience, kindness, tolerance and ambition – for me these are key.

JH: There’s no better time than now. Remain focussed on the end goal – if you believe in it, you’ll make it work.

People are also your greatest asset so build the right network and team around you.

What would be your top three tips to fellow entrepreneurs to look after their mental health?

AS: Sometimes feeling stressed means you are trying to fix things that appear unbelievably hard, so being mindful about working sensible, sustainable hours and taking time out to reflect can really help with looking after yourself mentally.

BN: Be organised. It can become overwhelming when you have a million and one things to do, so staying on top of everything will help manage your time (your calendar is your best friend here!).

Having a good work life balance is also key. Make sure you give yourself enough downtime each day where you are able to fully switch off.

Finally, have the right people in your corner for when you need advice, or someone who can be there to listen to any worries or issues.

JH: Don’t overdo it. You’ll need to put in a lot of hard work, but it’s important you take time to relax, and socialise with friends and family.

Exercise is also essential. For me, it’s my form of meditation, so finding a physical exercise that has this effect for you is really important to help disconnect.

Finally, never be afraid to ask for help.